heycar’s buyer behaviour report
heycar has published its inaugural Buyer Behaviour Report, revealing detailed insight into the habits and preferences of the UK’s car buying public.
Download the heycar Buyer Behaviour Report in full here.
We asked 2,002 adults what they think, feel and do when they buy their vehicles. The 40-page report reveals a wealth of rich data and in-depth analysis designed to inform dealers about what car buyers really want.
The Buyer Behaviour Report is broken down into four key areas:
- Market Insights: who makes the decision, who buys from where, and how much are they planning to spend?
- Fuel Types Now and Next: ICE vs EV vs hybrid and EV customer demographics
- Brand Loyalty and New Entrants: OEM loyalty by demographic, brand loyalty and consideration by brand, awareness of new entrants
- Car Technology and Autonomous Vehicles: Tech vs humans – who does it better? Plus, the most desirable autonomous vehicle functions.
Respondents to heycar’s survey were at least 18 years old and spanned a mixture of genders and ages. All of them bought their last car either from a dealer or from a used car supermarket, owned a vehicle that was no more than eight years old and were either the sole or the joint decision maker of the purchase.
Download the heycar Buyer Behaviour Report in full here.
Findings from the heycar Buyer Behaviour Report include:
- More than half of buyers (54%) expect to purchase an EV or a hybrid when they buy their next car.
- Those who plan to buy an EV expect to spend almost 30% more than the average used car buyer.
- Male buyers living in urban areas are more likely to make their next car purchase entirely online. They are 32.2% more likely to buy a car online than female customers.
- Under 25s are much more likely to switch brands, as 34% said they were unlikely to stick with their current make of car. That drops to 14.3% for those aged 45 or older.
- And much, much more.
Dermot Kelleher, Chief Marketing Officer at heycar said: “The data in this report really gets under the skin of today’s car buyers. It covers the whole gamut, from electric and ICE vehicles, through online sales to who’s buying what, from where and why.
“Dealers have never faced as many variables as they do today, and the moving targets just keep coming. The objective of this report is to provide a glut of research from real-world car buyers, and some concrete best-practice insights.”
